Industry built brand audit tools anyone can use.
Uncover what’s working, what’s holding you back, and where to go next. Before spending a cent on creative or strategy.
Heat-tested tools. Cold-blooded decisions. Branding that leaves a mark.
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Powerful, easy to understand, self-guided brand audits for businesses of all sizes.
We get it, big agencies are expensive and studios don’t have the expertise. You just want to know where the issues are so you can make your next move.
These aren’t just checklists. They’re field-tested tools built by brand strategists and designers for real-world use: visual audits, tone checks, architecture maps, naming frameworks and more.
Whether you’re rebranding, refreshing, or just getting your bearings, this is where to start.
Why you need these tools.
Whether you’re a tradie business of one or a trading business of one hundred. Brand issues happen at any scale.
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You’re not alone — but not always right.
Sometimes an old brand is actually timeless. Other times, it’s just out of step. The best way to find out? Run an audit. These tools are built to assess how your identity stacks up against your competitors, audience expectations, and design best practice.
Recommended tools:
Brand Health CheckColour Theory
Naming Distinction
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Start by knowing what’s worth keeping.
Rebranding without assessing what’s working is like pulling up roots before checking the soil. These tools will help identify what brand equity you’ve built, what might be lost in a total overhaul, and where a refresh or restructure could give you better returns than a full wipe.
Recommended tools:
Brand Health Check
Sense & Structure Alignment -
You’re probably not alone, and not broken, just tangled.
Most brand architectures evolve reactively. These tools give you a clear visual overview of what you’ve built, where confusion lies, and how to bring consistency across your portfolio without losing what matters.
Recommended tool:
Sense & Structure Alignment
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Cool. Evolution, not revolution.
These tools help you isolate the parts of your brand that are still strong, and flag what’s getting in the way. The goal? Keep it recognisable, but refresh what feels dated or dull.
Recommended tools:
Face & Voice Match
Colour Theory
Naming Distinction
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That’s common. What matters is what you do next.
If your brand shows up differently in every channel, it’s time to recalibrate. These tools help you uncover the fragmentation and guide you toward a clearer, more consistent system — before you pour money into marketing that won’t land.
Recommended tools:
Brand Health Check
Sense & Structure Alignment
Built from the inside.
Used on the outside.
Hot Iron isn’t theory. It’s forged from nearly two decades of brand-building experience; across creative agencies, corporate boards, challenger startups, and listed companies. These tools have been used behind the scenes to reshape national brands, tighten global portfolios, and guide rebrands worth millions.
Now they’re available to any business big or small, looking for clear, strategic insight without the consultant price tag.
Each tool has been:
• Refined through real-world audits across dozens of industries
• Designed for non-experts, with enough rigor to hold up in boardrooms
• Used internally and externally by designers, strategists, and brand managers
• Focused on outcomes, not jargon
Whether you’re a founder, marketer, designer, or team of one. These are practical, proven frameworks to help you see your brand clearly and act with confidence.
Let’s talk
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